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Google’s ‘FLoC’ API could be a privacy-preserving alternative to cookies

January 26, 2021

Via: TechSpot

The use of browser cookies is a controversial practice, but a necessary one for many sites throughout the internet. However, Google is looking into one alternative that requires less personal user data while still holding significant promise for advertisers — an API called “Federated Learning of Cohorts.”

The goal of FLoC, in Google’s eyes, is to deliver advertising results “nearly as effective” as cookie-based approaches by grouping large groups of users into clusters called “cohorts.” These cohorts will organize people into ad groups based on interests they share.

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